Another fascinating comment by motohagiography.

I wager the movement is less a rebellion of the few, and more the unbelief of the many. That is, people just don't believe there's a personal benefit to being virtuous. It's a completely rational calculation when there's no deep spiritual or religious belief in far-off rewards or punishments. Unfortunately, our age's contempt for belief in the "deep down" turns people to worship physical characteristics & preferences instead.